The Experience, Problems And Countermeasures Of Sina Weibo Operation Of Central People 's Broadcasting Station

The Sina mico-blog as the representative of we media’s rise brought great impact to the traditional media industry, The broadcast media should not only face the competition of newspaper and TV,but also the challenge of new media. CNR is one of the first batch who opened official mic-blog in central media organizations. This paper selects the CNR Sina micro-blog as the research object,use literature search,stastistic analysis,case analysis,slecting the representative mic-blogs such as frequence mic-blogs,column mic-blogs and media people mic-blogs. By combing and interpretation to achieve the following three points:a systematic understanding of the CNR Sina micro-blog overall situation and set up the experience;comparing with the newspaper mic-blog and TV mic-blog to analysis the existing problems;at last,we could put forward the suggestions because of the problems.The purpose of this paper is to collectnand analyse of CNR micro-blog use in Sina data,have the following three significance:analyse the degree of the combination broadcast media with mic-blog;have a dicision about the run of the CNR Sina mic-blog;bring inspiration about the fusion of old and new media. In the first part of this paper cut the CNR Sina mic-blogs into five parts,collecting and analyzing the datas.In the second part,I choose the representative mic-blogs from the CNR Sina mic-blog, People’s Daily Sina mic-blog,CCTV Sina mic-blog,such as @voice of China,@ People’s Daily,and @ CCTV news. So that we could see the advantages and disadvantages directly, thus the analysis of CNR on the strengths and weaknesses of the use of existing micro-blog Sina.In the third part, we put forward the corresponding solutions,the CNR Sina mic-blog should change itself according to the analysise,which also have certain enlightenment and reference for other broadcast medias.